Return on investment (ROI) of international public relations: A country-level analysis

Abstract

The purpose of this study is to examine the relationship between economic outcome and international public relations investment by other countries in the U.S. Based on country-level data analysis, this study found that the number of international public relations contracts by other countries in the US. was positively related to (1) U.S imports from those countries, (2) U S direct investment to those countries, and (3) the number of U S. tourists visiting those countries, after controlling for economic size. (C) 2009 Elsevier Inc All rights reserved.